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Renegotiations – empirical analysis of impacts on business relationships

Markus Voeth (Institut für Marketing and Management, Universität Hohenheim, Stuttgart, Germany)
Aline Christiane Lenzing (Department of Marketing and Business Development, University of Hohenheim, Stuttgart, Germany)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 May 2017

332

Abstract

Purpose

Renegotiations not only promise an economically relevant improvement of the original negotiation outcome for the communicator of the demand but also imply a potential threat to the business relationship. The purpose of this paper is to examine the impact of renegotiations in detail and to provide practical implications for the optimal usage of renegotiations by analyzing potential renegotiation strategies.

Design/methodology/approach

Structural equation modelling was used to analyze the data of 255 negotiation experts collected via a standardized online questionnaire.

Findings

Social psychological outcome of renegotiations has the most relevant impact on relationship continuity (RC). The impact of economic outcomes is wholly mediated by the social psychological outcome. Regarding the use of different renegotiation strategies, other-oriented strategies and direct communication are most successful, whereas self-oriented strategies correlate negatively with all results.

Research limitations/implications

The study’s sample is drawn from Germany, which requires careful consideration of the results’ generalizability.

Practical implications

When demanding renegotiation, practitioners should apply strategies characterized by other-orientation and direct communication to increase the probability of RC. For the sake of the business relationship, self-oriented strategies should be avoided.

Originality/value

This paper presents the first detailed analysis of the impact of renegotiations on business relationships and investigates the effects of different renegotiation strategies on renegotiation outcomes and RC; hence, it is of great value for practical usage and may serve as a stepping stone for further research.

Keywords

Acknowledgements

As a part of the doctoral thesis of Aline Lenzing, the present contribution is published in: Lenzing (2016).

Citation

Voeth, M. and Lenzing, A.C. (2017), "Renegotiations – empirical analysis of impacts on business relationships", Journal of Business & Industrial Marketing, Vol. 32 No. 4, pp. 541-552. https://doi.org/10.1108/JBIM-09-2015-0175

Publisher

:

Emerald Publishing Limited

Copyright © 2017, by Verlag Dr Kovač GmbH

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